Savvy B2B marketers understand that they must know their customers’ needs before launching any marketing strategy or advertising campaign. Consumer marketers can disseminate a compelling ad across multiple channels and motivate a substantial number of consumers to purchase the product. However, because B2B marketing is much more specialized than consumer marketing, B2B marketers risk alienating their target customers if they don’t carefully consider their needs before customizing their services to meet those needs.
Target your market
We have learned through our own research and experience that B2B marketing is a serious and incredibly challenging endeavor, and knowing your audience is critical to being competitive and closing deals.
To master the craft, marketers must equip themselves with data and sales intelligence instead of relying on hope. Crafting a pitch or making targeting decisions based on assumptions will leave a marketer vulnerable to being outperformed by a more informed competitor.
Get to know your prospects and understand what matters to them. Targeting is a crucial activity, and it’s essential to do it correctly. Energy wasted chasing the wrong audience is just that—wasted.
Some tips for targeting include:
- Leverage your own customer database – don’t discount the data you already own, such as your holiday card mailing list
- Cater to the individuals in your target accounts who make purchasing decisions
- Recognize that you are not all things to all buyers – the strategy is to find the buyers who want what you offer
Get to know your prospects
We apply account-based marketing tactics (ABM). Our clients provide a list of target accounts and titles, and we perform database cleansing through web research and the human touch of calling into each account.
By creating personas, you and your team can focus on your ideal audience and what matters most to them. Understanding the buyer’s persona helps you get to know your prospects better.
For example, what is their role? What are their responsibilities? What keeps them up at night? What are their goals at work? And then, ultimately, how can our organization help this persona?
Understanding personas helps sales teams tailor their messages for their target audience.
However, conducting interviews with your target accounts may be beyond the scope of your marketing organization. That’s where SimplyDIRECT market research surveys come in.
Prepare for B2B marketing with market research surveys
Through our ABM execution, we enhance your target marketing efforts by deploying a timely and relevant survey specifically to the people you want to talk to.
The results equip your sales team with a clear understanding of their prospects’ goals, needs, and interests. More importantly, it enhances their lead generation efforts.
As the saying goes, “people don’t care how much you know until they know how much you care.” You will create trust and earn respect when you present messaging that demonstrates a clear understanding of your prospects.
SimplyDIRECT’s market research survey process enables marketers to connect with potential buyers through a fully voluntary, non-intrusive, and opt-in approach. Throughout this process, respecting prospects and their time remains a top priority.
We can help you uncover account and sales intelligence and insights that are crucial for B2B marketing.
Learn more about deploying your own market research survey by clicking here.